Wednesday, 24 October 2012

Julianne Moore, Sarah Jessica Parker, Mena Suvari, Kanye West, Helena Christensen, Slema Blair, Alan Cumming and Chase Crawford were among the guests at a party last night in New York to celebrate H&M's collaboration with Maison Martin Margiela. The unique event was held across many floors of 5 Beekman Street, a historical building in the city's financial district. Guests were able to discover the collection in dance performance by noted choreographer Anne Teresa de Keersmaker and through specially commissioned art installations, before DJ's kept the party going into the early hours.

“We
are happy to present the Maison Martin Margiela with H&M collection
in New York with this event. Maison Martin Margiela believes in showing
its work outside of the traditional context. This mix of installation
and performance captures the spirit of the house, and allowed the
artists to interpret the collaboration collection in ways they saw fit.”
Maison Martin Margiela.

“Tonight’s party has been such an exciting evening, full of surprises. In every room, on every floor, you never knew what you
were going to find. The installations showed the Maison Martin Margiela
collection with H&M in the most amazing and original way and we
believe our customers will really appreciate this collection”, says
Margareta van den Bosch, creative advisor at H&M.

The
derelict and raw nine-story building, housed around a glass-roofed
atrium, was the perfect setting for the celebration of Maison Martin
Margiela with H&M, decorated in the label’s signature white-painted
style. The famed choreographer Anne Teresa de Keersmaeker created a
unique and beautiful performance in squares of sand, which ran
throughout the evening on different floors. Anne Teresa and her dancers
removed garments from the collection while performing, thus creating
live and spontaneous art installations. The
collection with H&M, a series of re-editions of Maison Martin Margiela garments and accessories from various seasons, was further
revealed in special art installations on various floors: artists
Daniel Arsham, Frederique Chauveaux and Noemie Goudal, created
sculptures, projections and photographs exclusively for the event.

MMM Pop Up Store Store at the launch event at 5 Beekman in New York

Have a look at these wonderful garments by Maison Martin Margiela with H&M!

“It’s
an amazing collaboration! Margiela is a beautiful brand – arty,
iconoclastic and always edgy. And the quality is always amazing with
H&M. Fashion is great because it’s an expression of who you are”,
says Julianne Moore.

“It’s
incredible, so exciting to celebrate one of my favourite designers.
They are mysterious and compelling and I’ve been a great fan of Margiela
for many years. H&M, well, look at the lines of men and women lined
up! It’s a great opportunity for people to have access to great
designers. It makes luxury available to everyone. It’s very democratic
and I’m all for it”, says Sarah Jessica Parker.

“I’m
a huge fan of Margiela and I love H&M – it’s a great collaboration.
I never get surprised by H&M’s choices, every designer they pick
I’m interested in. I’m always standing in the queue with my mother in
the early mornings. I’ve been a fan of Margiela since the start”, says
Helena Christensen.

“I’m
here to see the lovely Margiela collection. I love the way H&M is
doing collaborations with other designers. It’s a great thing, to make
clothes stylish and affordable. The collaborations are a great idea,
they are really amazing!” says Alan Cumming.